From Retweets to Retention: Using Social Media to Connect with - PowerPoint PPT Presentation

From Retweets to Retention: Using Social Media to Connect with Program Participants and Achieve Outcomes 2013 NYATEP Fall Conference 20 November 2013

About Public Works Partners and Opportunities for a Better Tomorrow • Public Works Partners is a management consulting firm whose work strengthens the organizations that strengthen our communities. We help our clients promote organizational excellence, streamline operations and launch complex new programs. Clients come to us because we sharpen their vision and deliver results that will impact their community. Every time. • Opportunities for a Better Tomorrow helps disadvantaged youth and adults recognize their own self-worth, and advance towards self-sufficiency and financial security through job training, academic reinforcement, improved life skills, job placement, and support services. ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 2

Connect with us during the workshop • Use hashtag #socialwkdev • Tweet your questions to @PublicWorksIQ • Follow us on Twitter: • @PublicWorksIQ • @OBTJOBS ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 3

Table of Contents Why Social Media? | 4 Create a structure for social media within your program | 9 Post compelling content | 15 Build your audience | 20 Measure Success | 23 OBT Case Studies | 26 Teaching Participants to use Social Media | 35 Small Group Activity | 37 ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 4

Section 1 Why Social Media? Why Social Media?

The Challenge: Do Even More With Even Less • Tight funding environment • Funders keep asking us to do even more with even less • Attrition is a natural part of any program, but those that stand to gain the most from a program are also those that are mostly likely to “fall through the cracks.” Source: NYC Workforce Investment Board • Hard to connect with participants when they’re not on site for vital updates on: • Workshops and preparatory services • Job opportunities • Interview follow-up • Retention 38 � • Communication habits are changing • Cell phone numbers change constantly • Emails go unanswered ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 6

The Opportunity: Engagement Is Shifting To Social Media • Communication habits have shifted from older formats to social media • Getting on social media is an opportunity to meet participants where they are • Social media is social • Conversations happen in a semi-public way and can help spread the positive effects of a program from one person to the next • Content is easily shareable—and can even go viral • Ubiquitous smart phones = ubiquitous social media ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 7

The Obstacles: Starting From Zero • Intimidating to start from zero likes, friends, or followers • Hard to understand the unwritten rules and special language of different social media networks • Negative content about your program could spread just as easily as positive content • No sense of where to start ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 8

Section 2 Create a structure for social media within your program Create a structure for social media within your program

Make social media a part of your overall participant engagement strategy • Think about the other ways you’re reaching people already • What’s already working? • What’s not working that should be cut back? • Are there particular sub-groups of participants that are harder to reach, and what defines them? Age, gender, etc.? • Integrate social media into your staffing plan • Ensure you have capacity (time and expertise) to create and maintain a presence on social media • Empower staff to use social media frequently and without need for prior approval • But have a manager-level staffer who’s checking up on content occasionally and who can step in when there’s a problem. • Don’t put social media in a silo within the program. Ensure that all functions see themselves as stakeholders in social media. ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 10

Understand your target audience • Remember: program participants are a different audience from funders, who are a different audience from employers, the general public, etc. • Start with broad demographic data • But also get an understanding of your target population--at least anecdotally, but ideally through data collected at intake. Source: Business Insider ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 11

Create the right social media vehicle: Facebook • Facebook has the most users of all social media sites by far • Facebook has the flexibility to post text, images, and videos, as well as create and market events and posts Facebook Tool How It Works Page • Participants like the program’s page and get program updates in their FB feed • No news feed of participants’ updates Profile • Participants friend the profile of a staff person, or the program itself • Allows access to participants’ updates in the news feed Group • Participants and staff join a group • Participants and staff must post updates specifically to the group to share them with other members ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 12

Create the right social media vehicle: Twitter, Instagram, Foursquare • Twitter • The size of Twitter’s user base is smaller than the media attention around it would lead you to believe • Creating a Twitter account for your program is only worth it if participants are also on Twitter • Follow participants on Twitter, which will hopefully result in them following you back • Get Twitter users with high numbers of followers among your target population to promote your Twitter account and retweet your updates. • Instagram • Social network dedicated to sharing images • Data indicates Instagram is gaining market share at the expense of Facebook • Like Twitter, follow participants on Instagram, which will hopefully result in them following you back • Foursquare • Place-based social network • Doesn’t require constant updates • Incentivize “checking in” by creating a prize for the mayor. More check-ins = more exposure for your program ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 13

Create the right social media vehicle: many, many, more… • Other social networks: • LinkedIn • Pinterest • Google+ • Tumblr • Vine • Messaging Apps • Kik • WhatsApp • SnapChat • The next big thing… • Be prepared to adjust quickly based on changing habits. Young users of social media are “nomadic.” They go where their parents and teachers are not. ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 14

Section 3 Post compelling content Post compelling content

What to say in posts • Your content should be compelling, relevant to the target audience, and inviting for engagement • Your content needs to beat out stiff competition from individuals and organizations who are trying very hard to attract eyeballs and clicks • Your content should reflect--and flow naturally from--all of the great things you’re doing in your programs • Develop an authentic voice that connects with participants while also reflecting the program’s identity and values ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 16

How to get your message across • Simple text updates • Photos • Events • Use Facebook events to get RSVPs and spread awareness of the event through attendees’ social networks • If converting a flyer to an image, make sure that text is legible on a small phone screen Can’t read on phone Legible on phone ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 17

How to get your message across • Questions: Invite participants to share their opinion on both program and non program related topics • News & Resources relevant to audience • Videos: Instagram and Vine provide tools for “editing” short videos using a smartphone ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 18

Other Content Considerations • Schedule content in advance to create more consistency in posts • Cross-post with caution • Respond to inquiries quickly—ideally within the same day • Respond to negative feedback honestly and professionally. Only delete the truly inflammatory/inappropriate content. ™ @PublicWorksIQ @OBTJOBS #socialwkdev | Social Media for Workforce Development Programs | 20 November 2013 | 19

Section 4 Build your audience Build your audience